The Lawn Tennis Association will present the closing keynote address on the first day of Employee Benefits Live 2016, highlighting how people and performance strategy can help an organisation to achieve its goals.

Vicky Williams (pictured), director of people at the Lawn Tennis Association, will discuss the importance of having an organisational mission and purpose, as well as the values that underpin these.

Williams will go on to explain how to implement these strategies, ensuring that employees engage with, embrace and understand the core values and drive of the organisation they work for.

Williams said: “A business can’t run without its people, and if [an organisation doesn’t] engage about what the business is about with [its] people, then you end up with a business that is being run by the icing and marzipan layer and the fruit cake underneath [does not] know what they’re doing.

“I want [delegates] to go away thinking how important [it is] to communicate [the] business message in the right way, once, twice, 500 times. Delivering [the] message, [the] business strategy, [the] mission, [the] purpose and, really importantly, the values and behaviours that sit underneath that is critical. It’s not just up to HR; HR have to influence the business leaders to do this. HR are the facilitators of making sure that the message is delivered to the right people.”